Chery has officially launched in the UK, unveiling its full SUV range at a high-profile event in London. Prices start at £24,995 for the new Tiggo 7, with all models backed by a seven-year warranty and three years of RAC roadside assistance.
The brand confirmed that its opening UK line-up includes the Tiggo 7 and Tiggo 8 in petrol and hybrid form, with the larger Tiggo 9 and smaller Tiggo 4 set to join the range within six months. Cars will be sold through 25 dealerships nationwide, with plans to expand to 100 by 2026.
Chery, which has been China’s largest vehicle exporter for 22 consecutive years, has already made an impact in Britain through its sister brands Omoda and Jaecoo. Now, with a dedicated UK arm, it aims to offer British buyers a line-up of modern, well-equipped and competitively priced SUVs.
Should the opposition be worried?
Yes – car buyers are not as brand loyal as they used to be, and they are happy to shop around these days, and as long as the Chery meets the standards of its rivals, it should be taken seriously. All cars sold here have been developed at Chery International’s Frankfurt-based centre to meet European standards, with further plans for a UK R&D hub. In partnership with Thatcham Research, Chery has also worked to ensure insurers are confident in parts supply, security and repairability.
CEO of Chery UK Gary Lan said: ‘The UK is a crucial market for Chery, and today marks the beginning of an exciting journey for us here. We’re bringing a dynamic range of vehicles that combine advanced technology, safety, and innovative features – all at an accessible price point.’
Prices for the Tiggo 7 start at £24,995 for the 1.6-litre petrol and £29,995 for the Super Hybrid. The larger seven-seat Tiggo 8 is priced from £28,545 for petrol and from £33,545 for the hybrid. Both come with Chery’s seven-year warranty and aftersales package. This is significantly cheaper than established rivals such as the Nissan Qashqai and Skoda Kodiaq.
What this means for you
Chery’s arrival means more choice in the family SUV market, with cars priced to compete directly with established brands. A Tiggo 7 at £24,995 undercuts many rivals while still including hybrid options and a seven-year warranty.
The warranty and three years’ roadside cover bring peace of mind, especially for a brand new to the UK. Aftermarket support is also being set up with DHL and Thatcham Research to reassure owners on parts, security and insurance.
For buyers, this adds another challenger brand at a time when affordability and value are under the spotlight. With the market already shifting thanks to Omoda and Jaecoo, Chery looks set to push prices down further.
Editor’s view: The established players should worry
This is exactly what the UK car market needs right now: a new big player coming in with a serious range of affordable SUVs. With prices starting below £25k and hybrids in the mix, Chery is clearly aiming to disrupt the mainstream.
I’ve long said that new brands are only as strong as their warranties and aftersales, so a seven-year guarantee and RAC cover is a clever move. If the parts supply through DHL and insurer tie-up with Thatcham work as promised, that will go a long way to building buyer confidence quickly.
The big question is how established manufacturers will react. If Chery can repeat Omoda and Jaecoo’s strong start, we could see another round of price cuts across the board – and that’s only good news for car buyers.
Keith Adams – Editor, Parkers
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